I favor a three-pronged approach.
a) Get a breed with a reputation for docility.
b) Be aware of chicken body language. That "cute" little sideways dance is a precursor to aggression, so back him off when he does it. Also, the chicken who steps out of the way is the loser. Never step out of his way - don't chase or kick him, just walk with confidence.
c) Train him from the beginning to keep his distance. Carry things to wave in his face until he backs out of arm's reach. Keep that up until he stays back automatically.
The main lesson I've learned is don't wait for the rooster to become aggressive. Train him before he ever thinks of attacking you.
I don't think that coddling vs not coddling makes the difference, it's whether you're doing things that the rooster interprets as submission. If you stride after him and scoop him up masterfully for a cuddle, he'll feel dominated. If you move back and step aside for him, he'll see you as vulnerable. And then you're toast...